*A Book Review*

Getting Everything You Can Out Of All You've Got

By Jay Abraham

by Michael C. Gray

July 31, 2002

Jay Abraham is a popular marketing guru who has been very successful. He shares many of his business-building ideas in Getting Everything You Can Out Of All You've Got.

Jay's approach is built around his signature Three Ways To Grow A Business. The three ways are to (1) increase the number of clients; (2) increase the average sale per client; and (3) increase the number of times clients return and buy again. By combining these three areas of business growth together, a company can accomplish super-charged business growth.

Some of the techniques that Jay explains in this book include assessing current business strengths, the strategy of preeminence (putting your customers first), understanding the lifetime value of a customer and how it relates to your marketing budget, developing a unique selling proposition, crafting an irresistible offer, testing marketing campaigns, targeting the most desirable customers/clients, using host-beneficiary relationships, developing referrals, reactivating lost customers, telemarketing and more.

Jay Abraham has a wealth of experience in marketing that can be applied by any size business. Getting Everything You Can Out Of All You've Got is well worth studying and putting to work.